In a new survey commissioned by Propel and OnePoll, 65% cited the importance of brand transparency as they look for environmental claims when making purchases. Savvy consumers shared that they’re not easily tricked, as 45% reported that if they discovered a brand was “greenwashing” products (making misleading eco-friendly product claims), they would purchase from an eco-friendly competitor instead. As procurement leaders navigate the complexities of sustainability, the study reveals the importance of sustainable purchasing practices and the growing consumer demand for eco-friendly products.
Key Findings from the Propel Software Study
The study surveyed over 2,000 U.S. consumers and highlighted a growing trend toward sustainability in purchasing decisions. Here are some of the most notable insights:
Consumer Preferences for Eco-Friendly Products: A significant 55% of Americans indicated they would sever ties with brands that are not eco-friendly. 42% of Americans are savvy enough to know when companies are “greenwashing”. The survey…
found that 68% of adult males and 55% of adult females prioritize eco-friendly products or causes when purchasing. Consumers are willing to spend more on green products, with an average planned expenditure of $12,000 on eco-friendly products in 2024, up from $9,000 in 2023.
45% of consumers reported if they discovered a favorite brand was greenwashing (conveying false or misleading environmental claims), they would likely purchase from an eco-friendly competitor instead.
Men Influenced Most by Eco-Friendly BrandsMales are 20% more likely to spend money on sustainable/eco-friendly products within the next year. Males are 21% more likely to purchase an eco-friendly product if it costs more.
63% of Males and 44% of Females are willing to break up with a brand they have been loyal to if they learn it is not eco-friendly. 64% of Males and 47% of Females are currently boycotting a brand solely because it is not environmentally friendly…
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